Film noir, graphic novel and Japanese anime techniques come together in a rallying cry for Adidas’ forthcoming World Cup campaign.

And if you ever wondered just what technology can bring to TV adverts then just take a look at Adidas’ new ad for its new F50 adiZero football boot. The ad, called ‘Fast vs Fast’, stars Lionel Messi and David Villa in Barcelona, see below:

The film encompasses all aspect of digital and incorporates technology made popular by the film the Matrix. It really is a marvel (get it?) and leaves me wondering why more brands aren’t taking on similar ideas.

This campaign signals the monumental shift in the advertising sector which has meant that TV ads now must be more creative, have more impact and have that ‘wow’ factor in order to stand out and grab attention, as more and more people are simply skipping ads or watching TV via the internet.

The campaign was initially launched online and will now run globally as a TV spot. It is backed by Adidas’ 50 Days of Fast campaign on www.facebook.com/adidasfootball, which features Messi, Kaka, De Rossi, Simao, Ballack and Gourcuff giving insights on how they think football has developed over the years to become a faster game.

The 90-second film splices live action with animation to become an ultimate portrayal of speed. By using a variety of in-camera and post-production techniques, including multiple speed changes in one frame.

Nick Craggs, Adidas UK Marketing Director says that Adidas needed a special way to launch the lightest, most technologically advanced boot ever made and the graphic novel – with its world of superheroes – really allows the brand to showcase the genre defining F50 adiZero.

The epic spot has been created by ultra cool agency 180 Amsterdam and RIOT.